Question 1

Corporations often use advocacy advertising to express their views on controversial issues.

Accepted Answer

A) True 
 B)False

Question 2

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

Accepted Answer

A)  Health
B)  Fear
C)  Convenience
D)  AdmirationE) A) and B)
F) A) and D)

Question 3

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.

Accepted Answer

A)  Personal selling
B)  Cooperative advertising
C)  Sales promotion
D)  Public relationsE) All of the above
F) None of the above

Question 4

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

Accepted Answer

A)  Trade allowance
B)  Push money
C)  Rebate
D)  PremiumE) None of the above
F) All of the above

Question 5

Which of the following statements is true of pioneering advertising?

Accepted Answer

A)  It offers consumers in-depth information about the benefits of the product class.
B)  It is heavily used during the growth stage of the product life cycle.
C)  It is used to enhance a company's image rather than promote a particular product.
D)  It is used mainly to compare brands on one or more specific attributes.E) None of the above
F) A) and B)

Question 6

_____ is the ability of an advertising medium to reach a precisely defined market.

Accepted Answer

A)  Audience selectivity
B)  Target sensitivity
C)  Projection efficiency
D)  Target efficiencyE) All of the above
F) B) and C)

Question 7

People who buy a competitor's product most or all of the time are price buyers.

Accepted Answer

A) True 
 B)False

Question 8

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over.

Accepted Answer

A) True 
 B)False

Question 9

_____ is the number of times an individual is exposed to a given message during a specific period.

Accepted Answer

A)  Reach
B)  Life span
C)  Frequency
D)  ContactE) A) and B)
F) None of the above

Question 10

Fournotts Corp., a sports shoe manufacturer, launches a new line of sports shoes. As a part of its promotion, Fournotts Corp invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

Accepted Answer

A)  corporate communication
B)  sponsorship
C)  product placement
D)  experiential marketingE) None of the above
F) A) and C)

Question 11

Which of the following is a difference between an attribute and a benefit of a product?

Accepted Answer

A)  An attribute includes pleasure or improved health, whereas a benefit includes an easy-open package or a special formulation.
B)  An attribute cannot be experienced by consumers, whereas a benefit is tangible and can be experienced.
C)  An attribute is the goal to sell a product, whereas a benefit is an apparent part of a product.
D)  An attribute is simply a feature of a product, whereas a benefit is what consumers receive by using a product.E) C) and D)
F) B) and C)

Question 12

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Accepted Answer

A) True 
 B)False

Question 13

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

Accepted Answer

A) True 
 B)False

Question 14

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

Accepted Answer

A)  Media planning
B)  Cost per click
C)  Media fragmentation
D)  Cross-media advertisingE) None of the above
F) A) and B)

Question 15

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

Accepted Answer

A)  advertising.
B)  franchising.
C)  personal selling.
D)  nonstore retailing.E) C) and D)
F) A) and B)

Question 16

Which of the following is a difference between pioneering advertising and competitive advertising?

Accepted Answer

A)  Pioneering advertising is used to promote a company's image, whereas competitive advertising is used to manage customer criticisms.
B)  Pioneering advertising is a form of institutional advertising, whereas competitive advertising is a form of advocacy advertising.
C)  Pioneering advertising is used during a product's introductory stage, whereas competitive advertising is used during a product's growth stage.
D)  Pioneering advertising compares competing brands, whereas competitive advertising is intended to stimulate primary demand for a new product.E) A) and D)
F) B) and C)

Question 17

Explain the importance of media planning in advertising.

Accepted Answer

Answers will vary. A major decision for ...

Question 18

Which of the following models does an advertising campaign often follow?

Accepted Answer

A)  BCG matrix
B)  IMC model
C)  AIDA model
D)  SWOT matrixE) All of the above
F) A) and B)

Question 19

Tread Inc., a sports shoe manufacturing company, began its campaign by spending one million dollars on advertising. Currently, Tread Inc. spends 200 million dollars on advertising. Initially, the advertisements contributed to the gradual increase in returns, but the company now confronts diminishing returns. In this scenario, which of the following phenomena explains Tread Inc.'s diminishing returns?

Accepted Answer

A)  A unique selling proposition
B)  The advertising response function
C)  Switch and bait advertising
D)  Strategic advertisingE) A) and D)
F) All of the above

Question 20

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Accepted Answer

A)  Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
B)  Both are directed to members of the marketing channel, such as wholesalers and retailers.
C)  Both aim to increase sales by using point-of-purchase display.
D)  Both aim to segment a market based on its characteristics.E) B) and C)
F) None of the above

Exam 16: Advertising, Public Relations, and Sales Promotion

Correct Answer
verified

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.

Correct Answer
verified

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

Correct Answer
verified

Explain the importance of media planning in advertising.

Correct Answer
verified
Answers will vary. A major decision for ...
View Answer

Which of the following models does an advertising campaign often follow?

Correct Answer
verified

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

Correct Answer
verified

Corporations often use advocacy advertising to express their views on controversial issues.

Correct Answer
verified

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

Correct Answer
verified

People who buy a competitor's product most or all of the time are price buyers.

Correct Answer
verified

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

Correct Answer
verified

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Correct Answer
verified

Which of the following is a difference between pioneering advertising and competitive advertising?

Correct Answer
verified

_____ is the ability of an advertising medium to reach a precisely defined market.

Correct Answer
verified

Which of the following is a difference between an attribute and a benefit of a product?

Correct Answer
verified

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over.

Correct Answer
verified

Fournotts Corp., a sports shoe manufacturer, launches a new line of sports shoes. As a part of its promotion, Fournotts Corp invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

Correct Answer
verified

Which of the following statements is true of pioneering advertising?

Correct Answer
verified

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct Answer
verified

_____ is the number of times an individual is exposed to a given message during a specific period.

Correct Answer
verified

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

Correct Answer
verified

Exam 16: Advertising, Public Relations, and Sales Promotion

Correct AnswerverifiedShow Answer

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.

Correct AnswerverifiedShow Answer

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

Correct AnswerverifiedShow Answer

Explain the importance of media planning in advertising.

Correct AnswerverifiedAnswers will vary. A major decision for ...View AnswerShow Answer

Which of the following models does an advertising campaign often follow?

Correct AnswerverifiedShow Answer

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

Correct AnswerverifiedShow Answer

Corporations often use advocacy advertising to express their views on controversial issues.

Correct AnswerverifiedShow Answer

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

Correct AnswerverifiedShow Answer

People who buy a competitor's product most or all of the time are price buyers.

Correct AnswerverifiedShow Answer

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

Correct AnswerverifiedShow Answer

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Correct AnswerverifiedShow Answer

Which of the following is a difference between pioneering advertising and competitive advertising?

Correct AnswerverifiedShow Answer

_____ is the ability of an advertising medium to reach a precisely defined market.

Correct AnswerverifiedShow Answer

Which of the following is a difference between an attribute and a benefit of a product?

Correct AnswerverifiedShow Answer

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over.

Correct AnswerverifiedShow Answer

Fournotts Corp., a sports shoe manufacturer, launches a new line of sports shoes. As a part of its promotion, Fournotts Corp invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

Correct AnswerverifiedShow Answer

Which of the following statements is true of pioneering advertising?

Correct AnswerverifiedShow Answer

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct AnswerverifiedShow Answer

_____ is the number of times an individual is exposed to a given message during a specific period.

Correct AnswerverifiedShow Answer

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. A major decision for ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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